The Northern Territory Government has today launched ‘Destination NT’ – an initiative that is set to bring together the Top End’s tourism, events and hospitality sectors in one dynamic, week-long program each year.
Timed to coincide with tourism’s night of nights, the Brolga Awards, the inaugural Destination NT will be held in Darwin from 4 to 8 November.
Minister for Tourism and Hospitality, Marie-Clare Boothby said the initiative was developed in direct response to industry feedback.
“We heard the message loud and clear: industry wants better opportunities to participate in a meaningful way. By consolidating key engagement into one dedicated week in one location, Destination NT makes it easier to be part of the conversation,” said Ms Boothby.
“This is a refreshed approach – it’s about government enabling business, not telling it how to operate. Tourism is central to rebuilding our economy and restoring our unique Territory lifestyle.”
Feedback from the Tourism Towards 2030 Conference showed 59% of respondents supported a consolidated annual format alternating between Darwin and Alice Springs.
“This Government isn’t afraid of change. If the majority of industry wants something done differently, we listen, and we pivot. That’s what Destination NT is all about: practical solutions leading to stronger outcomes,” said Ms Boothby.
This year’s theme reflects a shared commitment to building a stronger visitor economy:
- Connect – Strengthen ties between industry, community and government.
- Collaborate – Build skills, partnerships and shared direction.
- Celebrate – Recognise excellence and impact across the NT’s visitor economy.
Highlights of the week-long program include:
- A new public-facing session on tourism’s role in liveability and jobs
- An annual industry conference
- Aboriginal Tourism Forum
- Brolga Northern Territory Tourism Awards
- Sector-specific forums, workshops and networking
There are still opportunities for industry to contribute to the program based on what they need, said the Minister.
“We’re delivering on our year of action, certainty and security. This is about giving our visitor economy the platform it needs to thrive,” said Ms Boothby.
The 2025–26 Budget commits $88.4 million to tourism, events and screen, including an increase to baseline funding of $8 million per year for the first time in years.
Minister Boothby also confirmed work is underway to integrate Tourism NT and Major Events.
“Integration will reduce duplication and sharpen our impact,” she said.
Hospitality NT Chief Executive Officer Cathy Simmonds said, “Hospitality NT supports Destination NT: Connect, Collaborate, Celebrate, because our industry is stronger together.”
“Bringing tourism, major events and hospitality together will not only deliver more visitor numbers and expenditure, but in the long term this collaboration will also see population growth, improved business confidence, and more investment across the Territory.”
Tourism Central Australia Chief Executive Officer, Danial Rochford said that gathering industry together will be a valuable opportunity to learn, network and celebrate.
“I highly encourage all our Central Australian and Barkly tourism operators to use this week as it will help you and your staff grow opportunities for your business and our destinations,” he said.
“Tourism Top End and our industry members and partners look forward to coming together to connect, collaborate, and celebrate, and to shaping the future of tourism in the Territory,” said Tourism Top End General Manager, Samantha Bennett.
The program of events are:
Tuesday 4 November
Open session: The value of tourism
Public-facing session to highlight the role of tourism and events economic development, building community pride and enhancing the NT’s unique lifestyle.
Wednesday 5 November
Sector Day
A day of short sessions exploring ways to unlock the opportunities presented by different sectors including military heritage, major events, cruise, domestic education, food and drink and business events. This day is designed to connect businesses with ideas, partners and pathways for growth in new sectors.
Thursday 6 November
Aboriginal Tourism Forum
Celebrating the NT Aboriginal tourism sector, the forum focuses on opportunities to share knowledge and experiences and establish and strengthen relationships between Aboriginal entrepreneurs and key stakeholders.
International market update
Understand the latest insights on global trends and updates, key source markets and strategic opportunities for the NT’s international visitor growth.
Friday 7 November
Destination NT Conference
A full-day conference designed to inform, inspire and connect tourism and hospitality businesses through keynote speakers, breakout sessions and workshops and practical insights.
Sponsor’s networking reception
An exclusive evening offering meaningful networking opportunities between Northern Territory tourism leaders, industry partners, and event sponsors.
Saturday 8 November
Brolga Northern Territory Tourism Awards gala
The Brolga Awards honour and celebrate excellence and achievement across the visitor economy in the Northern Territory. The gala event brings together tourism operators, partners and dignitaries to celebrate the people and businesses delivering outstanding visitor experiences.
For more information, visit the Tourism NT website.
